SaaS and software companies · WhatsApp marketing

If you sell to US mid-market, this is not your channel.

WhatsApp matters for a software company selling to Indian small businesses or into markets where it is the default business line, and it matters very little anywhere else. Where it does apply it belongs in the product rather than in a campaign. GullySales tells you which case you are in and builds it properly.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of saas and software companies at work in the United States

What WhatsApp marketing means

WhatsApp marketing is sending updates, offers and reminders to customers on the app most Indian buyers already check daily. GullySales sets up business WhatsApp, writes the message templates and keeps the list consented and current.

Also for SaaS and software companies

Sales and marketing for SaaS and software companies, the overview.

Last updated 5 Oct 2026.

For SaaS and software companies

Where it usually goes wrong, and what we would do.

“Your buyer decides this, not your marketing team”
An Indian SMB customer will message you there whatever you prefer. A US procurement lead will not, and a cold WhatsApp to one reads as a scam. Nobody should sell you this channel without first asking who buys from you.
“Where it applies, it belongs in the product”
Payment failures, trial expiry, a one-time password, a usage limit reached. Those go out on the Business platform against approved templates, and getting the templates approved is most of the work.
“Support is where the trouble starts”
An SMB customer messages the account manager's personal phone, gets an answer faster than your ticketing system gives one, and every record of it leaves when the account manager does.

What we do

What we deliver for SaaS and software companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

A straight answer on whether this applies to you
Your customer base read by market and segment, with a recommendation that may well be to spend the money somewhere else.
Result: You stop paying for a channel your buyers do not use.
The Business platform set up properly
Number, display name, verification and the template approvals for the notifications you genuinely need to send from the product.
Result: Your product notifications arrive instead of being rejected.
Notifications moved off a person's phone
Payment failures, trial expiry and usage limits sent from the platform against product events, rather than typed out by an account manager.
Result: Customer conversations belong to the company.
Consent captured at signup
An explicit opt-in during onboarding, recorded against the account, covering what you will send and how a customer stops it.
Result: Your messaging rests on permission you can show.
Support routed to a shared inbox
Customer messages arriving in a queue the team can see and the ticketing system records, instead of on one person's handset.
Result: A resignation does not take the customer relationship with it.
Conversation costs watched
What the messaging actually costs by conversation category, read against the support tickets and chase calls it removed.
Result: You know whether the channel is paying for itself.

Show 3 moreShow fewer

How the result is measured

Messages delivered
Reply rate
Enquiries from WhatsApp

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full WhatsApp marketing and automation page

What must be in place first

What a software company settles before WhatsApp becomes part of a sales or support flow.

Decide first whether your buyers use WhatsApp for business at all. If they do not, skip this page's work.

Who in your market uses it: List the segments you sell to and ask a few customers in each how they prefer to reach a vendor. Small Indian businesses often choose WhatsApp; enterprise IT buyers and US teams usually choose email and a ticket.
Official business platform and number: Use the WhatsApp Business Platform through an approved provider on a company number, not a founder's phone or an unofficial tool. Check WhatsApp's current business policy and pricing, and read the provider's terms.
Consent captured in the product: Add a clear, unticked checkbox at signup or in settings: 'Send me product notifications on WhatsApp', with the number and the date stored. A trial signup is not consent to marketing.
Templates by purpose: Keep transactional messages, such as an invoice or an OTP, separate from product news. Messages you start yourself need approved templates, and each category is billed differently by WhatsApp, apart from our fee.
Support routed to a shared inbox: Connect the number to a shared inbox with assignment and history, so a customer's issue is visible to the team and survives a resignation. An account manager's personal chat is not a support system.
Opt-out in the product and the chat: Offer a stop word in every message and a switch in account settings. Check that stopping WhatsApp does not stop the invoices or alerts the customer needs by another channel.

Who it is for

This is written for these SaaS and software companies.

Seed and Series A B2B SaaS still selling founder-led
Bootstrapped vertical SaaS with a small team
Product-led companies adding a sales motion
Developer tools moving upmarket into team plans
Healthcare, fintech and other compliance-heavy software
Agencies and services firms productising a platform
Marketplaces with a supply side to recruit
Companies with a full AE bench and no pipeline to feed it
Software companies entering the US from another market

Not for

It is not the right fit if.

Your buyers are US mid-market companies who do not use WhatsApp for vendor contact
You have no consent record for messaging customers, and the platform's current rules need checking first

How it works

How the whatsapp marketing work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

1
Read the chats you already have
We read how customers write to you, which questions repeat and where a chat goes quiet. The repeated questions decide what gets automated first.
2
Sort the list and the permission
Contacts who asked to hear from you are separated from numbers that only sit in a phone book. We agree the wording new contacts will see before they say yes.
3
Choose the app or the API
One phone and a small team can stay on the ordinary app. Several people on one number, templates or a CRM link need the API through a provider, which is its own piece of setup work.
4
Write the replies and the plan
The greeting, away message, saved replies and handover rule are written in your words and approved by you. The message plan and its templates follow.
5
Connect the record and test
Each link carries its source line and each chat lands in the CRM. We test on real phones, including a customer who asks for a person.
6
Read the unanswered questions
A question the first reply could not answer becomes a new saved reply or a fixed handover. Stop requests are watched too, with the number's quality rating where the API is used, since both show a message plan that has gone too far.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

Step 1
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2 · you are here
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need

Our Indian customers WhatsApp our account manager. Is that fine?

It works until the account manager resigns, and then the history and the relationship go together. Move it to a shared number the company controls and connect it to your ticketing so the conversation is recorded.

Can we do outbound prospecting on WhatsApp?

In India, to a business that gave you the number, sometimes. To a cold list, no, and it gets the number blocked and the account restricted. The consent and template rules are not optional, and the penalty lands on your number.

A customer asks for a feature on WhatsApp. How do we make sure it reaches the product team?

Route the number to a shared inbox or your support tool, and tag requests as they arrive so they can be read with those from email and tickets. A request that stays in one person's chat is lost when that person is on leave.

Can we send product release notes to all our customers on WhatsApp?

Only to users who opted in to product news in your app, through an approved template, with a stop word. Most customers want fewer messages than you would send. Put routine release notes in the product and the email, and keep chat for what changes their work.

How much does it cost?

There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.

How long is the contract?

The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.

How soon will we see results?

It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.

What do you need from us?

Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

What if we are not happy with the work?

Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog